Chapter 6
Attitudes Based on
Low Consumer Effort
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Learning Objectives~ Ch. 6
1. Outline some issues marketers face in trying to change
consumers’ attitudes when processing effort is low.
2. Explain the role of unconscious influences on attitudes and
behavior in low-effort situations.
3. Discuss how consumers form beliefs based on lowprocessing effort and explain how marketers can influence
those beliefs.
4. Describe how consumers form attitudes through affective
reactions when cognitive effort is low.
5. Highlight how marketers can use the communication source,
message, and context to influence consumers’ feelings and
attitudes when processing effort is low.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Unconscious Influences on
Consumers’ Attitudes
Thin-slice judgments
Body feedback
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Cognitive Bases of Attitudes
When Consumer Effort Is Low
Simple inferences
Heuristics
Frequency heuristic
Truth effect
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Factors Influencing
Cognitive Attitudes
Communication source
– Credibility
Message
− Category- and schema-consistent information
− Many message arguments
− Simple messages
− Involving messages
• Self-referencing
Message context/repetition
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Message Context & Repetition
Can affect strength and salience of consumers’ beliefs
Incidental learning
Truth effect
Context congruent ads
Beware of wearout effects
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Affective Bases of Attitudes
Mere exposure effect—wearout
Classical conditioning
– Unconditioned
• Stimulus—backward
• Response
– Conditioned stimulus—forward
– Concurrent conditioning
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Factors Influencing
Affective Attitudes
Communication source
− Physical attractiveness
− Likeability
− Celebrity
− Sport
Message
− Pleasant pictures
− Music
− Humor
− Sex
− Emotional content
− Context
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.